| • Science | • People | • Locations | • Timeline |
Scion uses sales tools such as Pure Price, innovative internet ads, and monospec trim levels with a wide selection of aftermarket accessories. Extensive market research and testing with Generation Y consumers formed the basis of the Scion badge.
Pure Price means the price posted, whether on the vehicle, in an advertisement, or on a menu display board in the dealership, is the price customers will pay. This includes vehicles, accessories, finance and insurance products. Pure price is designed to ensure a shorter and simpler process, eliminating all negotiation. The concept aims to be open and consistent. The concept is not new to the American market, having been introduced in the early '90s by the Saturn marque of General Motors.
Scion aims their internet advertising at the 10 to 15 percent of Generation Y who are on the cutting edge. These consumers have been exposed to tremendous amounts of advertising, and are jaded to traditional marketing hype. The Scion Promise of "Openness, Flexibility, and Personalization" appeals to these leaders. At the same time, older buyers also find the Scion to be an attractive purchase, because being an offshoot of Toyota assures Scion's value, quality, durability, and reliability (Scion means "Son of [Toyota]").
In the United States, the Toyota Camry offers several trim levels: the standard sedan (for budget-conscious drivers), the LE (popularly equipped), SE (for sporty drivers), and XLE (for luxury-minded drivers). In contrast, all Scions have one standard trim level and designed to be uniquely customized for the driver.
Scion offers about 40 different accessories; other after-market companies are adding new accessories, as well. For example, one can add a subwoofer, different types of decals, canvas roofs, and other accessories. The tC will offer an optional supercharger to increase its horsepower from 160 to approximately 200 hp.
Scion's first two cars, while unusual for American roads, have been received well among consumers tired of "vanilla" entry level vehicles. An episode of MTV's Pimp My Ride featured the Scion xB. The tC has been very well received and sells briskly.